The technology

Founded in 2005, Klarna built its business around the idea of shifting payment until after you've bought something online, rather than before. It basically let's any retailer put the equivalent of Amazon's "buy with one click" button on its site.

The buyer then gets an email from Klarna asking them to fill in payment and delivery details. This method radically improves so-called 'conversion rates' — the percentage of people who actually follow through with a purchase after looking or putting it in their basket.

The smart thing about the company's technology is that it then remembers your computer, smartphone or tablet, meaning you only have to fill in payment details once. Next time you go to any Klarna enabled site you can literally buy with one click.

This has turned into a billion dollar idea for Klarna, with the company attracting money from Silicon Valley's renowned venture capital fund Sequoia Capital, which backed PayPal back in the late 90s.

Klarna processes an incredible 30% of all online purchases in Sweden and even works with eBay in the country, despite the auction site's links to rival PayPal. Last year it processed $9 billion (£5.74 billion) worth of transactions globally.

But Adelberth, predictably, thinks Klarna's solution is better. He says: "Lots of people have tried to do micropayments but they all require you to download an app or sign up first. People don't want to do that."

Klarna is currently only soft launched with Bonnier but plans a full roll-out in June. But Adalberth says the impact on conversion rates is already "massive."

"If people see this complex subscription sign up people will just go somewhere else, but if you can provide them with an instant 'buy this article for 10p' they'd do it."

Klarna is focusing on the roll-out with Bonnier but the plan is to pitch its tech to other media organisations around the world.

Adalberth said: "We think it's an excellent solution and everyone we present it to is like,'Wow you guys are going to help save the media industry.'"

We could soon see the tech being used by US and UK publishers. Klarna is set to launch in the US imminently and launched in the UK just before Christmas. It has signed up around 100 retailers here so far.